This document discusses the importance of conversion tracking for websites and marketing campaigns. It provides examples of how conversion tracking can be implemented for goal tracking and segmentation, internal site search, and radio advertising campaigns. Key metrics like conversion rates, time on site, and return on investment are analyzed to identify opportunities to improve campaigns and drive more conversions. The case studies demonstrate how conversion tracking provides insights to increase relevant traffic, optimize content and site search, and improve advertising spending.
3. Need for Conversion Tracking “I know that half of my advertising budget is completely wasted, I’m just not sure which half.” Lord Leverhulme, Founder of Unilever “If you build a website, you must have a solid reason for doing so . . . It is crucial to understand how well it works—failure to do so is a waste of time and money.” Hurol Inan, Author of Measuring the Success of your Website “It has long been said you cannot manage what you cannot measure. Nowhere is this more true than on the web where examining what works and what doesn’t directly influences the bottom line.” Gartner Group
4. Agenda Process of Tracking Goal Tracking & Segmentation Case Study Internal Site Search Case Study Radio Campaigns Case Study
Start with story around why measurement is importantAdd GAAC Logo
Discussion points :The biggest overlooked benefit of Online medium for advertisement is its accountability.Why you should not lose on half of the ad budgetIf you want to increase something, you need to measure the baselineQuote animationRemove the date
Discussion high level of what would be the normal flow. Process of tracking is little theoretical and then discuss how would you address different problems in the format of case study. DO mention the flow of case study strongly(may be repeat it somewhere). Case study flow = problems, implementation/data inferences , Actions that can be taken.
Discuss high level process of arriving at conversion tracking from website business objective. Make a smooth transition from measurement on earlier slide, mention what and how to track in previous slide.
Discussion high level of what would be the normal flow. Process of tracking is little theoretical and then discuss how would you address different problems in the format of case study. DO mention the flow of case study strongly(may be repeat it somewhere). Case study flow = problems, implementation/data inferences , Actions that can be taken.
Relate this problem/Slide to the process of tracking.
Relate the segmentation to Question in the brief and to the process of tracking. Also relate this to what customization needs to happen for Google Analytics which is step 3
Try and generate WOW here , Become little more expressive ! Think something here that we can add to glamorize the action that can be taken.Find out better images for
Discussion high level of what would be the normal flow. Process of tracking is little theoretical and then discuss how would you address different problems in the format of case study. DO mention the flow of case study strongly(may be repeat it somewhere). Case study flow = problems, implementation/data inferences , Actions that can be taken.
Connect this to slide 4 ,explain the process again to the users get’em involve into generating business questions and metrics
Talk about how much time you need to spend to get this done ?! 5 mins or less.
Discussion high level of what would be the normal flow. Process of tracking is little theoretical and then discuss how would you address different problems in the format of case study. DO mention the flow of case study strongly(may be repeat it somewhere). Case study flow = problems, implementation/data inferences , Actions that can be taken.
Check if need to replace Google Analytics Customization instead of Tracking scheme
Generate wow Factor here by expression.Think of ways to display this table in chart format ? Would be easy for users
Provide an example of Ad copy tracking For e.g. By Radio Jockey
